Managing Search in Multiple Business Units


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Presentation from SMX East 2009 on how to effectively manage search marketing programs across multiple business units

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Managing Search in Multiple Business Units

  1. 1. Managing Search Across Business Units AKA – Doing the Impossible Presented by Bill Hunt CMO, OC4, Inc @billhunt
  2. 2. Multiple Business Units Shampoo Dog Food New York Hotels
  3. 3. Can’t we all just get along? <ul><li>Each Business unit has its own objectives and zero incentive to play nice with anyone else. </li></ul>
  4. 4. Opportunities <ul><li>Increased SERP ShelfSpace </li></ul><ul><li>Shared research and data </li></ul><ul><li>Cross-linking opportunities </li></ul>
  5. 5. Scorecards
  6. 6. Deploy Performance Metrics <ul><li>Leverage Scorecards for governance to ensure consistent global performance goals are achieved. </li></ul><ul><li>Helps prioritize resource allocation </li></ul><ul><li>Forces all business units to make an effort </li></ul>IBM’s global search performance increased 500% when BU level performance metrics implemented
  7. 7. Deploy Performance Metrics Performance by business unit for critical keywords
  8. 8. Management by Embarassment Only 17% of the time we are in the top position, pointing to the right content 17% of the time we get it right 60% of the time invisible 13% of the time wrong page appears
  9. 9. Deploy Integration Metrics <ul><li>Leverage Scorecards for governance to ensure consistent integration performance goals are achieved. </li></ul><ul><li>Effectively advertising and search for brand awareness and lead generation </li></ul>
  10. 10. Keyword Arbitration
  11. 11. Typical Keyword Allocation Approach <ul><li>Keywords allocated based on budget rather than business objectives or searcher intent </li></ul><ul><li>Multiple owners of keywords managed by different agencies </li></ul><ul><li>First come first served allocation </li></ul><ul><li>Aggregate all owners – each running after day caps hit </li></ul>
  12. 12. Sample Scorecard Brand A Criteria Answer Score Relevant Landing Page Y 1 Relevant Ad Copy Y 1 Tracking Metrics in Place N 0 Current Offline Campaign N 0 P&L Requirement N 0   Total 2 Brand B Criteria Answer Score Relevant Landing Page Y 1 Relevant Ad Copy Y 1 Tracking Metrics in Place Y 1 Current Offline Campaign Y 1 P&L Requirement Y 1   Total 5
  13. 13. Allocate based on business needs Attribute Positive Criteria Relevant Landing Page The landing page assigned to this keyword contains a prominent reference to this keyword phrase Relevant Ad Copy The ad copy contains or is directly related to this phrase (not a broad match) Tracking Metrics The landing page and the conversion path has appropriate tags to track the performance of the keyword ROI Other Campaigns There are complimentary campaigns currently active related to this keyword phrase by the requestor – online or offline P&L Requirement The keyword requestor has a specific business or revenue objective related to a product or services related to this keyword
  14. 14. Center of Excellence
  15. 15. What is a Center of Excellence? <ul><li>The Center of Excellence (COE) is a solution designed to facilitate standardized compliance, tracking of corporate KPIs, brand equity protection and scale within the global enterprise </li></ul><ul><li>The COE is a blend of people, tools, activities, information and services that are centrally managed and propagated throughout the organization as needed </li></ul>
  16. 16. Centralized Search Hub <ul><li>Develop organization’s cross-brand standards </li></ul><ul><ul><li>Integrate search into web standards </li></ul></ul><ul><ul><li>Metrics and analytics rules and standards </li></ul></ul><ul><li>Aggregate knowledge, research & case studies </li></ul><ul><li>Enforce performance standards and scorecards </li></ul><ul><li>Offer training and mentoring to brands </li></ul><ul><li>Coordinate and manage agency activities </li></ul><ul><li>Participate in brand and web team activities </li></ul>
  17. 17. Final Thoughts <ul><li>Leverage a COE for collaboration and governance </li></ul><ul><li>Collaborate with the brands to maximize Shelfspace </li></ul><ul><li>Use scorecards to motivate executives into action </li></ul><ul><li>Allocate keywords based on intent/value to consumer </li></ul>
  18. 18. Contact Me <ul><li>Bill Hunt </li></ul><ul><li>Tel: 860.604.8063 </li></ul><ul><li>Twitter: @billhunt </li></ul><ul><li>Email: [email_address] or </li></ul><ul><li>Blog: </li></ul>